Useful information | A guide to Weibo Fans Channel placement in the education industry!

The online education industry is booming, and marketing pressure is increasing in the face of fierce competition. As more and more online education companies grow and develop, homogeneous competition becomes increasingly fierce, and the cost of acquiring customers generally rises.

The education industry's advertising investment in traditional media has been shrinking, down 7.8% in the first half of 2019 from the second half of 2018 and down 21% from the first half of 2018. Among the media, television advertising is the main component, followed by PC websites, radio stations and outdoor advertising.

In 2019, education companies are looking for a new and cost-effective way to acquire customers.

According to iResearch, the most trusted source of advertising information for users in China's education industry is social channels, including recommendations from acquaintances, online social tools and community forums, followed by educational websites or software, and then search engines, news portals, elevators, buildings, subways and airplanes and other advertising channels.

The user conversion rate brought by good situational experience and excellent operational capabilities will be increasingly valued by corporate marketing.

Overall marketing ideas for the education industry

The online education industry is supported by capital and pays more attention to marketing than offline education. The marketing ideas are mainly advertising-oriented. From 2017 to 2018, the online advertising expenses of the TOP10 companies soared by 52.3%.

As homogeneous competition intensifies, the "rich" growth is gradually weakening, and promoting growth through word of mouth and operation is becoming more and more important.

The value of Weibo marketing and promotion in the education industry

Taking the old social media Weibo as an example, is it still suitable as the main battlefield for online education marketing and promotion?

▲There are 45 vertical fields with more than 1 billion monthly Weibo readers, and the education industry is one of the 25 vertical fields with more than 10 billion monthly readers.

▲According to statistics from Weibo Data Center, there are nearly 37,000 Blue V accounts in the education industry on Weibo, and the total number of users interested in education is as high as 148 million, which is the main channel for users to obtain education information.

▲The number of education blue Vs and fans have grown steadily

How to use Weibo to promote marketing in the education industry

So, how can the education industry conduct effective promotion on Weibo?

Based on the data accumulated by Weibo's 460 million users, Weibo Fans is very accurate in targeting . It targets the target audience of advertisements based on the users' precise behaviors (including life behaviors, social behaviors, and installation behaviors), including life status, users who interact with topics, users who interact with designated blog posts, and native advertisements.

Life status orientation is of great significance to the academic education and training industry.

The picture below shows the current status of your entire life. You can see that it includes the study stage, and during the study stage you can see detailed academic qualifications segmentation, which helps to lock in target users who have the need to improve their academic qualifications.

Target users based on educational background, and find them by screening according to conditions such as population and region.

▋Weibo Fans Channel, with various creative forms

1) Real notes and original materials increase the appeal of creativity

A K12 education client

Product introduction: Provides extracurricular teaching of all subjects for children aged 6-18, a brand under a company listed on the New York Stock Exchange.

Distribution strategy: Use students' class notes as the original material for distribution, grasp the parents' expectations for their children's success/optimized education, and use real and painful daily information such as "original price 168 yuan", "free popular courses", "notes are made in the ideal way" to resonate well with this group. Add certain preferential hints, and parents are more receptive. This will quickly accumulate reposts, comments and likes, and form interactive conversions.

2) Use "test subjects" to increase the number of industries with high decision-making costs such as studying abroad, and guide them by setting up scientific and credible tests

Overseas education clients

Product Introduction: The Group is one of the 500 largest private enterprises in China, and its business covers areas such as studying abroad, overseas immigration, study tours, and visas.

Marketing strategy: Study abroad programs are expensive and time-consuming, and it is difficult for users to make decisions. Through taking a test, matching the material landing page, and soft copywriting guidance, we help users express their true feelings through a series of questions encountered during the study abroad process. At the same time, we use the test format to guide users to fill in customer information.

3) Utilize Weibo’s unique celebrity platform and leverage celebrity endorsements to gain higher credit endorsements and increase customer data collection conversion rates

A K12 education client

Product introduction: Focusing on online programming education for Chinese children aged 6-16, through learning graphical programming courses, students can create games, software, animations, stories, etc. on the platform, and play with STEAM subjects in an interesting way.

Marketing strategy: Introduce the concept of programming to the public through celebrity endorsements, spreading anxiety, and creating a sense of scarcity. In terms of copywriting, anxiety is created through the use of words like "kindergarten" and "holding back"; a sense of scarcity is created through the use of "free" and "50 per day", making it easier for parents to fill out customer information. The video mainly uses celebrity images to further increase the intimacy and authority of the product and eliminate worries.

4) What to do if being a celebrity is too expensive? Even if you don’t spend a lot of money to hire a celebrity endorsement, you can still get excellent promotion results by using the combination of KOL + Fantong

A K12 education client

Product introduction: Focus on providing easy, enjoyable and efficient online English learning experience for Chinese children aged 4-12.

Marketing strategy: Most K12 education brands have celebrity endorsements as brand endorsements. Given our inherent disadvantages, can we also find some education influencers to promote the brand, attract attention, and increase credibility? Therefore, we screened some big V bloggers based on fan attention, shared attention and interaction quality, and pushed them as advertising content based on the real feedback after the bloggers personally experienced the product. It makes full use of the advantages of Weibo's native communication to give users a more realistic sense.

5) Play with the fan economy, through various practical sharing and anthropomorphic daily content operation, first fans and then conversion, the effect is also very good

An adult English education client

Product Introduction: A live course brand for Chinese college students. It launched online courses for CET-4 and CET-6 in 2015. In addition to CET-4 and CET-6 courses, online courses for postgraduate entrance examinations, IELTS, TOEFL and other categories have also quickly become star products in the industry.

Delivery strategy: Due to the particularity of project nodes such as CET-4 and CET-6 and postgraduate entrance examinations, users do not have real-time needs, so the delivery needs are different from the conventional collection of customer information. Instead, it attracts fans to pay attention through hard-core content such as knowledge points and dry goods. When the number of fans accumulates to a certain level, users are guided to purchase corresponding courses. The fan monetization effect is excellent.

The traditional marketing model is to create a memory point for users through advertising, and then evoke memories when users have the intention to buy, thereby increasing the purchase rate. But the disadvantage is that the effect cannot be controlled. If a carrier is added between the memory point and the purchase, the user's memory can be constantly and passively evoked, and the advertising effect will be more obvious.

Due to the particularity of project nodes such as CET-4 and CET-6, postgraduate entrance examinations, etc., users do not have real-time needs, so the demand for delivery is different from the conventional collection of customer information. Instead, it attracts fans' attention through hard-core content such as knowledge points and dry goods, making fans the carriers of memory . When the number of fans accumulates to a certain stage, users are guided to purchase corresponding courses. The fan monetization effect is excellent.

Marketing + Operation, Weibo's value is worth exploring

In addition to the above-mentioned effective gameplay based on Fanstong, today we have also sorted out the combination of integrated marketing and daily operations in the education industry to help online education industry customers, even under tight budgets, to take advantage of the social platform attributes of Weibo and achieve super value returns in terms of brand exposure and effective conversion without advertising.

Blue V Application Day for Colleges and Universities Creates Momentum and Leverages Marketing

Witness the strong stimulation of user interest

Utilize celebrity IP resources and integrate multimedia communication forms

Bring more exposure to the brand

Recognition of the spokesperson is then transformed into a favorable impression of the brand

Strong association helps to attract traffic

Liu Tao's image as a mother fits the brand's audience, while her positioning as a "nerd" in the hit TV series "Ode to Joy 2" meets consumer demand. By leveraging the dual image of the spokesperson and the high-traffic IP , VIPKID attracts parents' attention and achieves popularity conversion.

The above are some Weibo marketing methods for the education industry. I hope they are helpful to you!

Author: Wei Si Dun Mobile Marketing

Source: Weishidun Mobile Marketing